You probably saw it, but it’s here, and it’s stupid. After starting out with a weird bit that everyone already knows about social media (“it’s just like marketing…except that it’s…just like marketing” - real wise words), it gets pretty wacky in a hurry.
As an avid Tumblr user and die-hard fan of the New York Rangers I was already running a relatively successful New York Rangers blog at the time(2012).
And we were all so impressed.
It was as though all 30 teams of the NHL had their own chair and were arranged in a circle. What I found was missing was a chair in the middle. The one that encompassed not just all teams but encompassed hockey and the NHL as a whole.
"I looked around and I thought…damn…I could be a chair. Watch the throne, because I’m the damn throne, and you’re sitting on me and using me like whoa."
I spent a lot of time thinking about how to go about undertaking this. I had no doubt in my mind it would be a success (due to a proprietary trick up my sleeve that I’ll explain later) but to achieve the maximum success it would have to contain the right voice and community from the very beginning.
Hmm. I wonder how to run a successful blog on tumblr. I wonder what his answer is, to this question. It’s probably the voice. The voice is important. No one followed him for the gifs, but for his stupid fucking voice.
At first it began as nhl-highlights.tumblr.com. I didn’t want to mess with the NHL so I added ‘-highlights’ to the end of it. It gained about 1,000 followers in about a month. That was pretty good for a hockey blog so I contacted the NHL.
I’m CRYING. Imagine if I got to a thousand followers on Twitter, where all I do is post stupid puns, and was like, “Hey NHL listen… You and me could be pals. Hear me out.”
This disappointed me but the LED lightbulb in my head lit up immediately when something came to my mind, they never said no. They also didn’t say stop. It essentially gave me the go ahead to go full on into a mini-case study for fun.
Turns out that the NHL didn’t have a problem with him throwing his life away in pure and unadulterated devotion to their cause. Crazy, right?
I began by creating the blog as an entity and changing the name to official-nhl.tumblr.com. I wanted to prove to the NHL that there was a market for hockey fans on tumblr and I wanted them to know they missed out big time (Slight bitterness and intrigue all in one).
The NHL should probably have a tumblr, because maybe then they’d learn how to react to things like Semyon Varlamov and Gary Bettman wouldn’t sound so stupidly tone deaf when he talks about how great the league is. If the league wants to post gifs, it turns out they already have a website to do it. It’s called nhl.com. You may have heard of it.
The only way this was going to work though was if nobody knew it was me.
Did anyone honestly believe this guy was the NHL? Every time I saw the URL on my dashboard, I thought it was a fucking stupid URL for some random person to use.
Anyway I still don’t know who this guy is, so mission accomplished I guess.
I studied the NHL’s voice and marketing strategy endlessly to ensure it was as realistic as possible.
It must have been very hard to sound so vanilla.
As are all my side-projects, I included no ads. I was doing this for fun and solely to help the NHL. I didn’t want to use the NHL’s entity to make money.
I included no ads, because I’m the best marketing major on the face of the planet. Marketing major?? Making money???? Not actually related.
As I said before, I had a proprietary trick up my sleeve. That trick was a method of creating gifs that allowed me to upload highlights nearly 5X faster than any other user on tumblr.
NO ONE FOLLOWED YOU FOR YOUR VOICE FUCKSTICK, IT WAS FOR YOUR GIFS.
I drove out nearly all team fandom blogs and I accumulated those followers as well as the hockey fans who weren’t die-hard enough to follow a team blog. In a matter of months (2013) we had 17,000 followers. I wasn’t finished there though.
"Hey, you know that tumblr website, that extraordinarily inclusive website, particularly for women? Well, I did the opposite of that. And No, I’m Not Fucking Done."
We’d get at least 3 messages a day saying, “Thanks to this blog I now love hockey” or questions like that asking how to get into the sport. We’d also get some saying they just bought their first jersey thanks to the blog.
The blog was featured daily alongside MLB, NBA, BleacherReport, CBS and other ‘real’ tumblr blogs. The gifs created were almost always used by yahoo and other news sites. At the end of the year we had one of the top 10 sports posts of the year selected by Tumblr. Mind you this was all while people still believed I was indeed the NHL.
THAT’S BECAUSE YOU PROVIDED GIFS, NOT BECAUSE THEY THOUGHT YOU WERE THE NHL. NO ONE CARED. THEY WANTED GIFS.
At the end of this campaign we also reached one of my long-time goals, being the top result on tumblr if you googled ‘NHL tumblr’.
if you google “wheelsofarmageddon tumblr”, mine is the top result. My brand is booming.
It was after this campaign that I decided to reveal myself. The blog had begun to take a toll on me. It was amazing and I loved the community but there were days where I was working on the blog 16+ hours a day and going to school full time.
This is just sad. Dude. Do something else. You literally have no time in your day to enjoy yourself. 16 hours a day is insane. You did this for no money. FOR NO GAIN! I FEEL SO BAD FOR YOU.
A lot went on and I probably left a lot out but I’ll never forget when the NHL was me.
You write like a 4-year old.
but if d-men dont turn u on there is nothing i can do to help u
All of these picture make me so happy
the fact that the only things i can read here are “biscuits and sausage gravy” make this hilarious
a new ask meme: go to my ask and paste the last thing you copied and send it to me without any explanation
That’s all, gentlemen.
u guys??? do realize??? that prosthetic arms are a real thing???? that real people have??????? like real people have to take off their prosthetics to go through airport security, this is just like a statement of fact i literally do not get this brand of humor surrounding bucky barnes’ prosthetic arm
i can only imagine how many notes this post has… nice yeah i just love people being horrified by disability aint it just so very quirky and cute
What the fuck? Where are you getting your information? Passengers with prostheses DO NOT have to take them off in airport security, that’s just flat-out wrong. There are different screening processes for passengers with disabilities. I would know, I’ve had it done to me. If you are in a wheelchair or have metal implants such as screws and plates, you are taken into a private screening area and patted down by an officer of the same gender. No humiliation, no embarrassment. Geez.
well this didn’t turn out as planned.